Tuesday, 16 January 2018

2018 is going to be a Dreamland






We're huge fans of Dundee based designer Ruby and her super colourful brand Dreamland. We love wearing her Saved by the Bell inspired designs and always enjoy visiting her fun studio, we even featured a tour of it on the blog. That was way back in 2016 (!) so we thought it would be nice to have a catch up and see what exciting 2018 plans are in store for Dreamland Clothing and Dreamland Vintage...

1.) 2018 has started and we're excited to see what Dreamland will be getting up to this year, but first how was 2017 for you?
2017 was a rollercoaster! It was the year where I released my biggest collection yet ‘Mad Real’ - my favourite ever print! I also expanded with our branded garments and continued to grow the sister label ‘Dreamland Vintage’. A good year for the Dreamland but in a sense it felt almost on a go-slow as I had a big year personally. 2017 was really about ironing out some personal goals, struggles and things I felt were sort of in the way of progress. I was working 14 hour days between my (sucky) part time job, running both the labels and ultimately running myself into the ground at times.

I have big goals for the label but I also have big goals for myself too and that’s really where my focus lay last year. First up was to get rid of the worst business choice I ever made – the big white van! After another breakdown, followed by a meltdown followed by (another) failed MOT it was time to call it quits. I finally invested in the most divine little jade green dream machine and I’m so proud of it as it's complete asset to the business – and it totally matches the brands colours.



The big goal for me last year was to own my own home – hence the sucky part time job! But I did that, hustled hard and I bought my first little place with my partner by the water in Tayport. It feel like the biggest achievement yet for me. Plus, as soon as I got the keys I got to walk into my old job like a bad ass with my notice and red nylon top, slam (lightly place) them on the table and walk out with my Dreamland jacket on.

I know that might be a little off subject but I think its so important to share that it ain’t all sunshine and rainbows. All of that was for the greater good of the label and allows me to flourish and invest in the business now that I've smashed some personal achievements.

Saying that I did also take Dreamland on tour to Dreamland Theme Park, shot with amazing bloggers, shot our Summer look book at PITCH Stratford, Brighton. Plus, we had a local stockist for Dreamland Vintage, held so many amazing pop up shops and met so many amazing people.

So yeah, last year was a mix of the label focus being dimmed slightly to focus on some
personal goals - all making 2018 the BIGGIE for Dreamland…

2.) Have you made any New Year's resolutions?
Yes I have! I’m on a bit of a health kick (gym and all) as I really over indulged over the Christmas holidays with so much pizza, prosecco and anything that gave me a sugar rush! So yeah I'm trying to get a bit of balance back with lots of good healthy food, juices and exercise. Also, to develop a better sleep pattern as I am the worlds worst night owl – mixed with early starts and such a busy brain, it was leaving me fried! Oh and keeping a better beauty regime with lots of hair and face masks, moisturisng and taking good care of myself. The Self Care Club.



For the business, I didn’t make resolutions as such but I did make some A2 mood boards for the new year (Vision/Goals/Creative Timelines) which make me feel so happy and organised. I've also put a routine in place on the days I work at the studio– Tuesday to Saturday. With each day having a bit of a general purpose as opposed to doing everything everyday. So I have an admin and outreach day, design day, sales, growth and orders day, social media day, and sewing and sampling day. Obviously each day intertwines a lot of these but its nice to have a good head set for each aspect of the working week.

Oh and I’m trying hard to worry less about things outwith my control (still mastering this!) and live in the moment a bit more! Last year threw a few curve balls my way, and no amount of worrying could have helped them! It's such a powerful feeling to be calm and make the choice to stay cool, ride it out and ultimately overcome it! There’s so many amazing things that happen (that definitely out weigh the bad) so it's much more productive to focus on channelling the good things. Yeah so I guess just to have fun, let go of what I can’t control and just enjoy the ride, right?!

3.) What can we look forward to seeing from Dreamland this year?
2018 will see the release of 4 collections this year – compared to my usual one release! Which is so exciting but also terrifying in terms of work load - but I'm ready!

It's also a little scary as my design work and collections will really expand, showing so
many ideas I’ve wanted to do for a while now. The digital print will always be my solid base, but 2018 will see a whole new side to Dreamland. I'll be creating garments that really highlight my sole focus of the 1980’s, without just being about the print. There will be a lot more shape in the cuts and silhouettes of the garments and two of the collections will be Limited Edition.

I can’t give too much away but I will give you 4 clues for the 4 collections:
1. Colour Block.
2. A print flashback from the past.
3. Spots + Stripes.
4. To infinity + beyond.



4.) And what collection/project/design are you most excited to share?
I would definitely have to say the last collection which will be my first ever Autumn/Winter release as I have never produced a Winter collection with the mainline design label. I’ve released so many A/W Dreamland Vintage collections of sparkle, deep jewel tones, big silhouettes and metallic notes which has been great inspiration. I’m very excited to encapsulate these vibes into my digital print work. I’m currently working on the print, and I hope capture the spirit of the concept (which is SO good) in all of the fierceness and depth I have in mind for it.



5.) Do you have any advice for those who'd like to get into fashion, run their own business
or just be more creative in 2018?
My advice always seems so contradictory – because on the one hand I’m like ‘Go for it, take chances, have fun and enjoy the experience’ then on the other I’m like ‘Hustle, grind, work hard, don’t take no for an answer, never take your eyes off the prize’. It’s somewhere in amongst those two statements!

What I would say is you have to be exuberant and bold enough to go after your goals – especially in the Scottish Creative/Fashion industry because well, it ain’t London). But ultimately, you have to be willing to work very hard. I'm going to bullet point some of the things that spring to mind:
  •  Practice your skills, over and over.
  •  Make mistakes and learn. Make some more, learn.
  •  Save and invest.
  •  Set goals and targets.
  •  Don’t let someone tell you ‘your dream is stupid’ or that ‘it can’t be done’. It can.
  •  Network.
  •  Intern.
  •  Don’t take No for an answer.
  •  Build a tribe.
  •  Be nice




Thanks Ruby (and Mr Pickles)! It's safe to say we're super excited for what's coming up for Dreamland in 2018. It's got us dreaming about summer, while at the same time counting down to autumn - we can't wait to see what an Autumn/Winter Dreamland collection looks like!

Keep up with all the Dreamland happenings on Instagram (@dreamlandclothing & @dreamlandvintageclothing). We'd love to do more studio visits and features in 2018 - if you're an independent designer based in Dundee, Edinburgh, Glasgow (or thereabouts) hit us up on wardrobeconversations@gmail.com.

1 comment:

  1. I already love Dreamland, so hearing that the new line is going to have a lot of stripes is bad, bad news for my bank account. Stripes are my kryptonite.

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